잠재집단분석을 이용한 고객 세분화 연구

The more the satisfied customers increases in customer satisfaction survey, the more the company has difficultly in improving the customer satisfaction. In addition, the effectiveness of practical application of customer satisfaction survey decreases due to its constitution limitation on its data analysis. To overcome these problems, it is necessary to develop a new method to identify the strategy meanings and find the dissatisfied factors of satisfied customers using the satisfied customers reclassification. This study focuses on the satisfied customer segmentation using Latent Class Analysis. The case study shows that the satisfied customers are divided into three subgroups using Latent Class Analysis and we draw meaning results such as satisfaction and dissatisfaction factors through analyzing each group. This study is expected to play the role as the groundwork for the revitalization of customer satisfaction survey.